Halal Fashion and Gen Z: Driving Sustainability Through Lifestyle

¹ Department of Management, Universitas Pekalongan, Pekalongan, Indonesia
² Department of Management, Universitas Gadjah Mada, Yogyakarta, Indonesia
³ Department of Magister Ekonomi Syariah, Universitas Islam Negeri K.H Abdurrahman Wahid, Pekalongan, Indonesia

^* Corresponding author: syaifulaffa@unikal.ac.id

Abstract

This study examines the role of lifestyle in driving halal fashion consumption among Generation Z (Gen Z) in Pekalongan, a leading center for Indonesia's halal fashion industry. The research aims to explore how lifestyle influences consumption patterns and contributes to sustainable economic development through the principles of ethical and responsible practices inherent in halal concepts. The study employed a survey method, collecting data from 255 Gen Z respondents. The data were analyzed using Warp PLS-SEM to evaluate the relationships between variables. Lifestyle emerged as a significant predictor of halal fashion consumption (β = 0.74, p < 0.001), while influencer endorsements, often emphasized in digital marketing, showed no significant moderating effect (β = 0.02, p = 0.38). These findings suggest that lifestyle plays a critical role in shaping consumer behavior, offering new insights into marketing strategies and policy formulation. By emphasizing ethical and sustainable values, halal fashion aligns with the goals of sustainable economic development, particularly in culturally and economically dynamic regions like Indonesia. The study provides valuable implications for stakeholders in the halal fashion industry, highlighting the need to focus on community-driven and culturally relevant approaches rather than relying solely on digital influencer marketing. This research contributes to the discourse on sustainable consumption and its potential to promote broader economic and social resilience.